Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


$41b Tourism Goal Relies On Improving Visitor Experience

News Release 24 March, 2014


$41b Tourism Goal Relies On Improving Visitor Experience


New Zealand will struggle to achieve the Tourism Industry Association (TIA) aspiration of $41billion in earnings by 2025 unless businesses get serious about improving visitor experiences, says an industry training specialist.

Chris Bell, a director of Customer Experiences NZ (CENZ), says TIA's newly released national tourism plan correctly identifies the need for continuous development of visitor experiences across all sectors of the tourism market.

"However, there is presently an over-emphasis on customer service development for front-line staff and not enough for thousands of other staff who plan and provide services to a fast-changing demographic of visitors," he says.

"The TIA plan has high expectations for tourist growth from China, yet this puts a huge onus on local operators to upskill people in order to meet or exceed visitors' expectations.

"Without a vertically integrated industry strategy for improving our service and satisfaction levels, revenue growth will be restricted and the plan's potential will not be realised."

Mr Bell says the three key benefits of enhancing visitor experience are higher in-country spending, repeat visits and word of mouth recommendations.

"In recent years the industry has not fully capitalised on these growth drivers, relying too heavily on marketing and sales to attract ongoing business.

"What is urgently required now is a commitment by all tourism businesses – both large and small – to clearly understand the needs and expectations of tomorrow's visitors."

He says the same imperative applies to regional tourism offices and industry training organisations, just as for commercial tourism operators across New Zealand.

"Industry players everywhere need to match offshore marketing initiatives with equal attention to service delivery and quality of experience for all visitors, regardless of nationality.

"Tourism businesses committing time and resources to these needs will boost their commercial prospects as well as the industry's performance as a whole."

CENZ provides tourism operators with training modules and on-line services for improving visitor experiences.


ends


© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Scoop Business: NZ Dollar Catches Breath After "Goldilocks" Slump

The New Zealand dollar edged up following its dramatic slump yesterday after the Reserve Bank confirmed speculation it intervened in the currency market last month and PM John Key suggested a “Goldilocks” level far lower than at present. More>>

ALSO:

Biosecurity: Kiwifruit Claim To Hold Officials Accountable For Psa

Kiwifruit growers have joined forces to hold Biosecurity NZ accountable in the courts for its negligence in allowing 2010’s Psa outbreak that devastated New Zealand’s kiwifruit industry and exports. Foundation claimants representing well ... More>>

ALSO:

Poison: Anglers Advised Not To Eat Trout In 1080 Areas

With the fishing season opening in just a few days (1 October 2014), anglers are being warned by the Department of Conservation(DOC) not to eat trout from pristine backcountry waters and their downstream catchments, where the department is conducting 1080 poisoning operations. More>>.

ALSO:

Quotas: MPI Swoop On Suspected Fraudulent Fishing Activity

Ministry for Primary Industries (MPI) compliance officers swooped on a Hawkes Bay fishing enterprise today to secure evidence in an investigation into suspected fraudulent activity... “The investigation involves activity throughout the commercial supply chain – catching, landing, processing and exporting.” More>>

ALSO:

Scoop Business: Fonterra Slashes 2015 Milk Payout, Earnings Tumble 76%

Fonterra Cooperative Group cut its forecast 2015 milk price payout by about 12 percent, citing weaker global dairy prices and said there is a risk of further declines given strong global milk production. More>>

ALSO:

Scoop Business: RBNZ Keeps OCR At 3.5%, Signals Slower Pace Of Future Hikes

Reserve Bank governor Graeme Wheeler kept the official cash rate at 3.5 percent and signalled he won’t be as aggressive with future rate hikes as previously thought as inflation remains tamer than expected. The kiwi dollar fell to a seven-month low. More>>

ALSO:

Weather: Dry Spells Take Hold In South Island

Many areas in the South Island are tracking towards record dry spells as relatively warm, dry weather that began in mid-August continues... for some South Island places, the current period of fine weather is quite rare. More>>

ALSO:

Get More From Scoop

 
 
Computer Power Plus

Standards New Zealand

Standards New Zealand

Mosh Social Media
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news